Definitions

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Following are the definitions that you created from our in-class exercises on 1-13. We will return to these throughout the term as a way to inform our thinking and/or track how our thinking may be changing.

Content: expression through some channel contained in an intentional schema

Content Strategy: Developing a plan for the creation, delivery, upkeep, and eventual retirement of content designed to promote an organization’s goals and engage with a targeted audience.
·         Incorporates useful tools such as

o   SEO
o   information architecture
o   user experience design
o   marketing & branding
o   print & online deliverables
o   business strategy

Strategy is based on principles of chronology and hierarchy
·         Creates an overview/big picture for other participants in the content process to focus on
·         Must match business strategy

Content management: Where content strategy is similar to setting an end goal for what you want your content to accomplish overall, content management is the day-to-day activities that get you to that end goal. This includes managing the people who develop and own the content as well as the substance and structure of the content in itself.

We also developed an analogy of sorts that

content = vehicle loaded with stuff

content strategy = the horizon

content management = the road

During the course of working with content, content strategy, and content management, we always have to remember our users (audience) and match the business goals and objectives of the organization.